Audience Data Deal for Adworks and Turn

In the US, digital media group AT&T Adworks has partnered with customer insight software firm Turn, to develop a new audience management and targeting platform.

AT&T Adworks is the advertising arm of AT&T, and uses the parent firm's proprietary, aggregated data to enable advertisers to tap into around 450 billion ad impressions each month, overlaying demographic, contextual, behavioral and search data for targeted campaigns via mobile, TV and online.

Using Turn's cross-channel media technology, the jointly developed platform stores anonymous AT&T data within a private cloud, which protects consumer privacy by encrypting all data. In addition, the platform uses Turn's campaign management, ad serving and data management capabilities.

Joshua Koran (pictured), VP Digital Product Management, Research and Data, AT&T AdWorks, comments: 'This new platform will strengthen our audience targeting capabilities, and provide even greater value to our clients. None of the data we store on the Turn systems is personally-identifiable, and as an extra measure of protection we encrypt it before it leaves the AT&T firewall.'

Web sites: www.adworks.att.com and www.turn.com .